Media Buying

The Media Buying desk tracks where the money actually moves: budget defense conversations in a flat market, the creative-calendar cadence that determines when you lock and when you keep testing, and the operating briefs that go out the week a network exits a category or a holiday auction starts heating up. We write for the buyer who owns a number this quarter and needs the context behind a CPM move or a platform's bidding change before it shows up in a QBR — portfolio theory for how many concepts should be live at once, what a clean Q3-to-Q4 handoff looks like, and how the seasonal ramp actually plays out against last year's data. This is the desk for pacing, allocation, and the auction dynamics that decide whether a plan survives contact with December. Start here for the current operating context before you finalize next quarter's plan.